Coca-Cola Focuses On Storytelling With New Website Launch In Great Britain

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Coca-Cola Focuses On Storytelling With New Website Launch In Great Britain

15 Apr 2015

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Coca-Cola Great Britain launches its new multimedia platform, Coca-Cola Journey. With a greater focus on storytelling, the platform will bring together all aspects of Coca-Cola for the first time, from what the brand is doing, as well as the Company, both locally and globally. It replaces Coca-Cola.co.uk which has had more than 10 million unique visitors since launching in June 2010.

Coca-Cola Journey will include original content, designed to tell the story of Coca-Cola in a fresh and engaging way. The platform will also cover universally important topics and social causes making the site a rich, socially enabled digital platform, featuring both branded and non-branded content. The editorial style of the platform focuses on providing informative content, designed to educate in a simple manner.

Coca-Cola’s ambition for the platform is to move to more multimedia and curated content, investing in videos and graphics, and to work with a range of journalists, bloggers and writers.

“Journey is the anchor of our digital storytelling strategy, sitting at the heart of our online ecosystem to foster engagement around our brands and our Company,” says Stanislas Magniant, Digital Communications Director, Coca-Cola North West Europe.

“The launch of Journey also gives us the opportunity to shift the way we communicate online,” Magniant continues. “Through Journey we want to bring to life the stories about our Company, our brands, our employees and our actions around the world to tell our story in its entirety. We also want to make our stories more appealing, relevant and engaging to people by using the right multimedia content to bring them to life. And it’s not just about launching a new platform – we will ensure we are reaching our audiences online though our social media channels and meet our fans where they are online, not just on our site.”

Andrew Canter, CEO of the Branded Content Marketing Association (BCMA), added: “When it comes to using branded content as a key cornerstone of their marketing strategy, Coca-Cola has been a trailblazer. They fully understand the power of storytelling, creating innovative and highly entertaining content which, in turn, translates into more happy customers and brand advocates. They have an inclusive culture that encourages people to share their experiences engendering a sense of community. This gives them a solid foundation on which their new Journey platform has been built. We congratulate them on having the courage of their convictions and their vision to continue placing content at the heart of their marketing activity."

Journey will still house corporate content such as press releases and company reports, but its layout, design and editorial focus will now more closely resemble a digital magazine rather than a traditional company website.

The launch of Journey in GB also marks the merging of the @CokeZone Twitter feed with @CocaCola_GB this month, with content now reaching a combined total of over 100k followers.

About Coca-Cola Great Britain:
Coca-Cola Great Britain is responsible for marketing 19 brands and over 100 products to consumers across Great Britain. Led by Coca-Cola, one of the world's most valuable and recognisable brands, our company portfolio includes Fanta, Sprite, Dr Pepper, Oasis, glaceau vitaminwater, glaceau smartwater, Schweppes, 5 Alive, Lilt, Kia Ora and Powerade. For more information about Coca-Cola in Great Britain, please visit our website at www.coca-cola.co.uk.

About the Branded Content Marketing Association (BCMA)
The BCMA is the global industry body for branded content practitioners, run by practitioners, promoting best practice, sharing knowledge and growing the branded content industry. It offers members research, measurement tools and events relating to our industry and creates the opportunity to connect with the leading experts in the branded content industry.www.thebcma.info